As Data is Realtime and no ML model is to be built, so we're avoiding preproprocessing of the data

. All The Numerical Variables **

BOXPLOT SHOWS OUTLIERS INCLUDED IN THE DATASET

2.1 Which channel’s ads do the users like the most? (hint: click through rate or CTR)

focusing on clicks vs impressions graph, APP - Acqusition Android, APP - Acqusition IOS and Web retargetting are most liked by the users. As they have high click / impressions.

2.2 What’s the CPI of App channels (APP-Acquisition-Android and APP-Acquisition-iOS) by country and OS?

CPI= Cost per install

CPI by OS

CPI on basis of different country

2.3 In SEM channels, which country has the best conversion rate?

from above graph we can conclude that country S has high conversion Rate as it has maxiumum purchases

2.4 Which Web channel has better CPA?

(Cost Per Action or Acquisition) , (CPA) is calculated by dividing the total cost of conversions by the total number of conversions

CPA of channel SEM brand is better than other channles as, cost of acqusition is less and purchases by customer is moree.

2.5 Identify the top 3 performing channels of each country in terms of ROI.

The basic ROI calculation is: ROI = (Net Profit/Total Cost)*100.

Based on above graph, we can see ROI of all countries are majorly contributed by

1. SEM Brand

2. SEM fligts

3. SEM Hotels

4. Web Retargeting

Additional graphs to understand distribution of ROI vs revenue & cost

3. What would you recommend our Digital Marketing team to do when they run online campaigns?

1. I would Recommend DM team to focus more on channels APP - Acqusition Android, APP - Acqusition IOS and Web retargetting, as they have higher clicks and purchases!, but with equivalent high cost of acqusition.

2. focusing of SEM brand,SEM flights and SEM hotel is also important as they have high contribution is ROI.

3. CPC is less for web Acqusition

4. CPI is more of IOS OS.